Recent years have seen a dramatic increase in TikTok users.
This increase has become so rapid that even Instagram and Youtube are competing with the creation of Reels and Shorts, respectively. A lot of brands are also moving over to the platform. Brands such as Duolingo are now creating engaging content made directly for Tiktok. So with the platform nearly everywhere, you may be considering if it’s right for your brand. Before you make the jump, here are a few key points to consider.
Your Audience
You have to consider your target audience. On TikTok, the age does typically skew to a younger demographic but in the last year, there’s been a growth in adult users. Notably, there was a 40.8% user growth in 2021 so it’s clear this platform is going to keep growing. In Australia, it’s been reported more users are on TikTok than YouTube. So if you’re already making video content for YouTube, then it might be time to consider how you could better optimise it for TikTok.
How you’re targeting
TikTok’s livelihood is its algorithm. Users’ feeds are curated just for them by what they like, search and watch for longer, which is why the feed is aptly named the ‘for you page’. This makes it easier for you to market to. If you’re creating niche content for a niche market, it will reach them if you use the appropriate tags and engage with other relevant content.
Promotions
There are multiple ways to approach promotion on TikTok but the best ads are the ones that don’t feel like ads. Just showing footage of the behind the scenes of your business can easily create brand awareness and feel more organic. An example of utilising organic content is Ampol. They don’t even have an account but consistently they’ve sponsored creators on TikTok. These users typically have a following as they travel around Australia. So where do they start their adventure? By filling up their car at Ampol.
Strategy
Simply put, TikTok provides an even playing field for engagement and reach. Unlike Instagram for instance, a post on TikTok can get a million views even if you have zero followers. It still comes down to whether TikTok is a viable business opportunity for your brand. Just remember, marketing isn’t a one size fits all. Different industries mean different marketing strategies.